Published Feb 7, 2016 at 8:30 PM

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A runner in a North Carolina race where participants eat as many as a dozen doughnuts died Saturday, according to race organizers.

The unidentified 58-year-old man, stepped out of the “Krispy Kreme” challenge within the first mile, and was taken to hospital where he was pronounced dead, NBC News reported.

The race's rules state that "casual runners" are not expected to eat the dozen doughnuts while running; "challengers" are required to finish them off and complete the race within an hour. It is unclear if the man was a challenger.

Race organizers did not immediately respond to interview requests from NBC News. Krispy Kreme said in a statement to NBC News that it does not promote, sponsor or donate products to the event or organization.